Prudential is ploughing over pounds 8m into promoting Egg, its
attempt to take on Tesco, Sainsbury’s and Virgin in the direct banking
and mortgage business.
As part of the campaign Prudential has struck a deal with Channel 4 to
sponsor shows over a six-week period including Prime Suspect, NYPD Blue
and Ally McBeal. The slots will be sponsored ’on behalf’ of consumers
showing their routine.
To coincide with the launch of the service this Sunday, Prudential is
launching an integrated campaign to hit its core audience, described as
15 million young, affluent and technology-literate.
Following the trend of recent ad campaigns by British Airways and
Sainsbury’s, Egg’s first 90-second TV commercial will focus on the
characteristics of the bank’s staff. Prudential is also a founder member
of the Institute of Customer Service (see above).
The initial ad will be followed by a series of TV commercials featuring
celebrities including Linford Christie and Zoe Ball, with the theme of
tailor-made banking.
Internet and teletext ads will appear from October 11 and a national
press and radio campaign breaks two days later. Press ads (below) stress
the impact that an Egg product has on the individual.
Egg’s brand strategy was developed by HHCL & Partners EM unit and its
logo designed by CLK. Media will be bought by New PHD.
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